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“Double deep” employees of the future

Double deep is a term that we created to give people a sense of the employee and executive of the future and what we mean by that is that you can look at almost any profession or role in a firm – marketing, sales, engineering, finance, manufacturing, whatever – you have all the traditional skills that come with that role, but to be a valued employee today, to be the most employable employee it is very, very helpful and increasingly essential to be able to blend that existing role with technologies impact in that role and to know what you are supposed to do and what the relevant technologies are to do that well in today’s world and those people that have those double deep skills are the ones that we see at most demand in the market place and in contrast the people who don’t do that – who are traditionally single deep; a marketing person who doesn’t understand digital marketing or search engine optimisation or internet ad servers – those people are often the most likely to find difficult to find work.

“Double deep” employees of the future

Double deep is a term that we created to give people a sense of the employee and executive of the future and what we mean by that is that you can look at almost any profession or role in a firm – marketing, sales, engineering, finance, manufacturing, whatever – you have all the traditional skills that come with that role, but to be a valued employee today, to be the most employable employee it is very, very helpful and increasingly essential to be able to blend that existing role with technologies impact in that role and to know what you are supposed to do and what the relevant technologies are to do that well in today’s world and those people that have those double deep skills are the ones that we see at most demand in the market place and in contrast the people who don’t do that – who are traditionally single deep; a marketing person who doesn’t understand digital marketing or search engine optimisation or internet ad servers – those people are often the most likely to find difficult to find work.

HR2.0 – disruption in staffing

HR 2.0 is about finding out the new way of how disruption in technology companies and how HR are actually coping with that. Through the research that we're doing so far, that we've discovered that actually HR are going through this massive disruption themselves. Whereas before it was very much about legal business and finding employees for the company, they've over the years have realised the legal and the business side of things has been too predominant over them, so the recruitment function for a lot of HR companies right now has become dysfunctional. So it's causing this kind of dysfunctional relationships with line managers and actually were attracting talent themselves. Then to add to the complexity of all that we have social media and all the other technology, which is kind of taken it away from HR process. HR 2.0 is about identifying the problems and not having a, So what? It's about here's some solutions to that as well and we've got some cool case studies of what we've been working on to do that for everybody.

HR2.0 Case Study – Rocketfuel saves $300K

Of course. Rocket Fuel are an advertising technology platform, so they're involved in doing digital advertising. My project with them was to find 60 talent for them to come and join their company. So the HR director made us the talent director function, so we were able to find - in the process of finding - 60 people. Now normally they will be just like focussing on tech and that'll be it, but in this particular case, it as was lawyers, it was accounts payable, it was sales managers, it was account managers, including media analysts and tech people.
So the fantastic way of working for this was, we were then able to create referral networks for them, so then we attracted loads of different people from their own internal teams and friends to come and join them. We actually reduced the recruitment agency bill by 70%, so they made savings of around $300,000, which was quite amazing. We were able to create new networks by promoting the brand using social media campaigns, Twitter and also building real business relationships with people like Holt Business School for instance. And we were able to contract more people for them as well.
More importantly as the talent director, you're able to go out and promote the company, so when Jobvite, which I mentioned earlier about having that content management, they were getting about 10 CV's a week, within a period of 6 weeks, that went up to over 50, and that's how powerful this could be for people.

Three pieces of career advice from Erik Brynjolfsson

So I would give three pieces of advice to somebody who's starting their career. The first one is to appreciate the importance of education, there's still a large gap, in fact a growing gap between those with more education and those with less education, in particular, look at learning those kinds of skills that machines can't do particularly well. And those involve creativity and interpersonal skills and that dexterity that I talked about previously.
The second piece of advice is not just to get educated, but to have a plan for continuous learning, because compared to the past, it's not going to be enough to simply go to university and then spend the next 40 years harvesting that investment. There's a real need for continuous learning, and continuous education, simply because machines continue to evolve faster than they did before. So we're always going to have to be learning, and thinking of new things. The world would be much more volatile going forward.
And the third piece of advice, and this is probably something you hear in high school and college graduations all the time, is to follow your passion. Let me give you an economist's argument for that. The world for the future is increasingly a winner take all world where the very best in each area are the ones who dominate, and simply being average or even above average isn't worth very much. Maybe it's worth nothing. And that means you have to be passionate about whatever it is you're pursuing. And I think it's hard to do that, hard to be the very best at something in the world, unless it's something that you really care about.

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